Influence of Fashion Involvement, Shopping Lifestyle, Sales Promotion on Impulse Buying on Users of Shopee

Abstract

Health products are no longer the most sought after products, but fashion products are one of the popular products in e-commerce. According to MarkPlus research, clothing products are still the most sought after by consumers, even in a pandemic situation. This research discusses about influence of fashion involvement, shopping lifestyle, sales promotion on impulse buying. This research used quantitative method with a causality research design. The survey data used in the research are derived from the responses of the respondents and the literature.  Data of respondent collected by google form. Scale measurement used Likert scale with a scale range from 1 to 5. The sample of this research was 150 respondents. The statistical analysis using multiple linear regression. This study indicated that variables fashion involvement, shopping lifestyle, sales promotion  significantly affects impulse buying of fashion product in e-commerce Shopee.